Getting color right – the first time and consistently over time – is still a challenge. The ways in which people communicate about products and ideas change depending on the context and the knowledge of the people communicating, as well as the technology available for us to use.

As the digitization of practically everything will continue to permeate the packaging industry, brand leaders focused on delivering high-quality packaging experiences need to continually look to shopper feedback and preferences to provide high-value to consumers while still growing business revenue. With so much change going on, I wanted to dig a little deeper into some of the top reports from this year to show fellow readers what consumers want from the packages they buy. Read on to see the top six reports compiled in 2018 and some of my key takeaways below:

Digital shopping trends are still emerging as research is collected on what shoppers are doing with their phones, what they will do and what they aren’t interested to do, what they want from digital shopping experiences, and what they expect from packaging in their digital-to-physical path to purchase.

Contrary to what the name might suggest, finishes like metallics or “pearlescents” are not simply a final touch, but instead an intentional element of a design from the beginning. They have production processes that can require weeks or even months, as well as their own trends.

Following two days of innovation and learning with Design and Brand Strategists at the combined FUSE & Shopper Insights conferences in Amsterdam, I'm still sorting my reds, whites, blues, oranges and greens (read on to find ot why green wins for me). However, for the benefit of the color-critical few that could not join the event, and before the myriad of thoughts blur quickly back to the highly chromatic day-to-day, I thought I'd share my reflections on learnings from our leaders in design and marketing strategy, in particular the role of color, and the increasing need for specificity, flexibility, and consistency in our digital world.

The study drives readers to better understand what shoppers want from beauty and personal care packaging, how packaging relates to their overall online shopping experience and why they return health, beauty and personal care products. Data on what shoppers like about product packaging can fuel new product designs, but knowing how shoppers want to receive products is also an important part of the narrative – allowing brands the opportunity provide consistent experiences, regardless of purchasing channel. 

Unreasonable expectations: we have all been subject to them and some of us have subjected others to them. Sometimes, our expectations are too high, but sometimes our own imaginations are limiting our progress. I believe the latter is true for product packaging.

When it comes to cosmetic color or shade selection in the drug store aisle, or any mass market retail environment, the burden of decision making falls directly on the shoulders of the consumer. For cosmetics companies, this creates a great deal of risk – what if the consumer begins to second guess whether they have the correct match? This problem is further compounded by the fact that despite all the shelving, backlighting and pricey fixtures… when the consumer is standing in the grocery aisle thinking she may need a new concealer, it all looks the same.

I had the privilege to speak at Smithers Pira’s E-PACK event in Chicago in September. E-Pack provided brand owners opportunity to discuss the challenges of staying competitive in the online retailing space and how packaging converters and packaging design firms can provide additional solutions for brand owners. If you missed the event, I’ve got three key learnings that I’m happy to share with you, as well as a recap of the presentation I gave with my former customer and still-current colleague John Morrow.